ChoiceHealth & Wellbeing

ISSN 2041-7780 Issue 21 Mar/Apr 13 £3.50

www.choicehealthmag.com

Your Health andWellbeing SuccessStarts Here! Are you a health-conscious consumer,looking to come into the industry orlooking for a suitable treatment? Findout what the experts say and read.

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Your bodywork

blueprint for massage success

Your bodywork

Letter from the Editor

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SUCCESS PUBLICATIONS LTD, 1 GRANVILLE WALK,

CHADDERTON, LANCASHIRE, 0L9 6SR, UK

CONTRIBUTORSSpecial thanks to Kelly Owen

College of Practical Homeopathy. Gervasio Da

Gloria Just fit. Bodywork CPD. Penny Price

Penny Price Aromatherapy. Andy Edwards

Marketing Therapy. Geeta Vara. Robert

Waghmare, Joanne Ross META-Health Janie

Godfrey ECBS. Geoff Lyth Quinessence.

Rachel Fairweather Jing Advanced Massage.

Jonathan Lawrence Turning Point. Dr Marilyn

Glenville. Paul Carbis. Daniela Chandler

Pevonia. Sunita Passi. And Others

www.choicehealthmag.com Mar/Apr

4 Aromatherapy

Depression

Grapefruit Oil

Get through the blues

Advertising hit or miss?

Helping to ease stress

Hysterectomy making a decision

The influence of the seasons

The sunshine vitamin

The ‘Stress’ word

Your bodywork blueprint for success

8 Essential Oil Index

10 Ayurveda & Yoga

16 Business Support

22 Complementary Therapies

32 Health & Nutrition

38 Integrated Healthcare

44 Natural Beauty

52 Personal Development

58 Training & Education

67 Diary Dates

ChoiceHealth & Wellbeing Issue 21 Mar/Apr 2013

Contents 3

Printers

Produced by Printech

Choice - Health & Wellbeing is copyright to Success Publications Ltd 2013No part of this publication may be reproduced or transmitted in any form or by any means electronically or mechanically, including photocopying without prior permission from the Publisher. The Publisher has taken all reasonable measures to ensure the accuracy of information contained withinthis journal.

This issue is full of facts, hints and tips that

will help you make conscious decisions in

your professional as well as personal

development journey. You should aim to

have the maturity to take 100%

responsibility for your career, your emotions,

your finances, your habits, your health,

your relationships and your spiritual beliefs.

It requires taking a deep look at yourself,

consciously deciding what kind of person

you truly are on the inside, and then getting

your external reality to fit with your inner

being. Our goal is to help you achieve

outstanding effectiveness while maintaining

internal balance, where your thoughts,

feelings, actions, and skills are all working

together to create the life you truly desire.

Truth: Accept reality and get rid of

falsehood and denial. Love: Improve your

ability to connect with yourself and others

Power: Build your motivation and discipline

to create the life you desire Oneness: Stop

fighting against resistance, and make the

world your ally Authority: Take command

of your life, and learn to make clear

decisions Courage: Summon the inner

strength to take action in spite of fear

Intelligence: Live authentically, and

express your genuine creativity

Happy reading

AngelaAngela MahandruEditor

Editorial & Advertising Contact DetailsT: +44 (0)161 284 6602e: info@choicehealthmag.comw: www.choicehealthmag.com

Follow us on twitter @angela_mahandruFollow us on Facebook, Connect via Linkedin

18 Business Support

Mar/Apr www.choicehealthmag.com

By working with over a thousand fitness professionals,

especially personal trainers, I have noticed that, whether

they’re veterans or just starting out, they often have one

thing in common; they tend to price their services at the

same price as the competition or even lower.

If your competition’s price is low, do you need

to follow the same price? Absolutely not!

Despite claims that lower prices are the most

important factor, what customers actually seek is

value.

Value and priceThe value or price has to do with what something

is worth in relation to what it can be exchanged

for, or in terms of some other medium of

exchange like money. It’s easy to confuse one

with the other. Warren Buffet, who is widely

considered to be the most successful investor of

the twentieth century, defines value and price as:

‘Price is what you pay. Value is what you get.’

Understanding these separate but related

concepts is critical to creating a strong pricing

strategy.

How do you set your prices?When I have asked most self-employed personal

trainers how they set their price, I usually get one

of these three answers:

1. Wild guess. Just as the name suggests, they

just guess what people are willing to pay so they

simply make their mind up to sell it. The problem

is that with this price evaluation, you have no idea

of how much available profit you are letting slip

by.

How to show value with your price

[Self Awareness

[Balance between Mind, Body and Spirit

[Life Path

[Creativity

[Spiritual Development

[Clearer Communication between Self andOthers

[Self-Empowerment and ResponsibilityMoving Through Change

Your discipline or therapy is merely ONE way of

helping customers achieve what they want.

Identify what result or experience they want and

then use your discipline to provide that – at an

appropriate price. Maybe not the cheapest – but

certainly must offer among the best value!

BY THE WAY – IT HAS BEEN FOUND THAT

CAPITALISING ALL YOUR HEADLINE WORDS

IS LESS EFFECTIVE (Use Title Case Instead –

capitalising the first letter of each word in the

headline).

I do like questioning headlines as they tend to

compel those who are interested to seek an

answer. And don’t be scared of a lengthy

headline. One highly successful copywriter

reckons that 17 words are just about the

maximum, so there’s plenty of room to

manoeuvre.

Being the advertisement for the advertisement,

a poor headline will create a barrier that most

readers won’t get past. This principle applies to

virtually ALL your written marketing from

advertisements in any media, Yellow Pages,

flyers, brochures and even press releases.

Try writing 50 headlines for your

advertisement. Yes – really… 50 of them! More

than anything else, this gets you to really dig

deep to work out what your business IS and what

it DOES. Don’t evaluate them (yet) – just write.

There will probably be one or two that really

grab you as likely to work. Test headlines if you

can. Find out which version pulls more responses

and go with that as your ‘standard’.

After your headline, the remainder of your

advertisement should follow Alvin Eicoff’s formula.

As a celebrated and incredibly

successful copywriter, Alvin’s

advertisement formula remains one

of the most simple and effective.1. Have a compelling headline

2. State the problem

3. State the solution

4. Indicate, ‘why YOU?’

5. Call to action

Once you have the ‘killer’ headline, tell the

readers about their problem. I think of this

approach as if you were saying: ‘Hey you – I

know you!’

People reading past the headline will further

recognise themselves in the advertisement. You

want them to think: ‘Yes – this is me. I have this

problem!’

Then state that there is a solution. This is the

part when you actually relieve their anxiety or

stress. You want them to get a sense that you’re

saying: ‘Don’t worry. This can be sorted out for

you’.

And then let them know you are certainly

among the best for providing such a solution.

Ideally use your USP (Unique Selling Point) here.

Finally, and for goodness’ sake, remember to

tell them what to do next! This is the call to

action; it might ask them to telephone, visit a web

site, book an initial consultation, etc. I like the

idea of a call to action being very simple. In fact,

the simpler it is, the more likely the prospective

clients will do it.

Although counterintuitive, there is no such

thing as an advertisement with too many words in

it. But there IS such a thing as an advertisement

with boring, untargeted and inappropriate

wording.

Those who are attracted by the headline tend

to read every word, making it more likely that

they will contact you and thus nearer a new client

for your business! Until next time! CHW

© Get your FREE reportVisit www.marketingtherapy.co.uk –where you can download a free 20-page report “The Seven MarketingMistakes Therapists Make”. Tony Edwards is co founder of theMarketing Therapy Business BuildingClub – the fastest growing club of itstype in the UK.

Business Support 19

www.choicehealthmag.com Mar/Apr

boost fitness product profitability. And you won’t

have to work any harder to make more money.

Price customisation can be defined as setting

different prices for different market sub-segments.

There are a number of creative ways

to implement price customisation for

your product or service. For instance:1. Price bundle. A price bundle offers customers

the option of buying a package of goods or

services rather than a single item. Bundle

propositions can also move your customers up

the revenue ladder. For instance, Apple Inc. and

Nike Inc. have formed a long term partnership to

jointly develop and sell Nike and iPod products.

The ‘Nike + iPod Sport Kit’ links Nike+ products

with Apple’s MP3 player, the iPod nano, so that

performance data such as distance, pace or

calories burned can be displayed on the MP3

player’s interface.

2. Time-based trade off. In a cash-rich but time-

poor society, a trade-off can be offered to

customers— saving money versus saving time,

which can be very profitable. IKEA, for example,

expects their customers to make a choice:

organise their own deliveries and assemble the

kits to complete the furniture. You can offer

alternative services or products; for example,

selling a book so the customers can do learn to

do something for themselves.

2. Industry norm. ‘That is what everybody else is

charging — I guess I should do the same.’

Industry-norm pricing can be a good starting point

but it should never be permitted to keep you in a

box.

3. Client-dictated pricing. This is driven by the

myth that the customers are always right. If you

base your prices on what customers are willing to

pay, you will lose out. They will never tell you that

they would love to pay more; rather the opposite.

This method simply ignores the fact that there is

a difference between good customers and bad

customers. You certainly want to listen to your

clients. Obtain all the input and information you

can from them and give these factors careful

consideration.

Pricing is a crucial element in developing a

successful strategy for your business. If you price

your products or services too low, your profit will

be lower and you will have to sell more if your

business is to make money. On the other hand, if

you price your products or services too high, you

may lose potential customers to competitors who

charge less. So what is the best price strategy?

What is the best strategy to

demonstrate value?The method of selling your products or services

based on price has limitations; it reduces the

possibilities of capturing potential profit. On the

other hand, many experts suggest a method that

involves price customisation which can sharply

3. Time-based discounts are widely used to

offer greater value to less price-sensitive

customers. For example, some restaurants have

two sittings — earlier and later — with the same

menu for each sitting but with different prices.

Those determined diners who want to eat after 7

p.m. will pay more.

4. Showing the price options is another

selling strategy; here, the product range is set

out in steps, according to quality. The best way to

describe this is by means of the Braun oral B

toothbrush; for example, the customers can

choose to pay more for brushes with higher

specifications and performance. Electric

toothbrushes are available at four levels: entry

level, good, better and best. The better the

performance, the higher the price. CHW

© Gervasio Da Gloria is the author ofthe book ‘Discover the Secret ofMaking Money as FitnessProfessionals’. He coaches fitnessprofessionals – the first of the kind – for those who want tounderstand how to sell and marketpersonal training.

For more information contact 07905 075408, gervasio@justfit-training.co.uk orvisit www.justfit-training.co.uk